RESEARCH ON FACTORS INFLUENCING THE INTENT TO USE NETFLIX MOVIES IN VIETNAM
The Netflix movies market is steadily growing, especially during the complex COVID-19 pandemic. Consumers, instead of opting for free movie streaming services with potential risks and copyright violations, are choosing to pay for a better experience while emphasizing responsibility for protecting copyrights and supporting authors and producers. This research aims to examine the factors influencing the intent to use Netflix movie streaming services among surveyed individuals, primarily focusing on employees aged 18 to 22 in Vietnam. Participants were surveyed through online and offline questionnaires. The author conducted logistic regression analysis, treating the use of Netflix movies as the dependent variable, with five independent variables sourced from a literature review. Through online and offline survey questionnaires and multivariate regression models, the study identified and concluded the factors influencing employees' intent to use Netflix movie streaming services in Vietnam. Data were quantitatively analyzed using IBM SPSS 20.0. The research results identified five positively influencing factors on the intent to use Netflix movie streaming services: Price perception, Risk perception, Attitude, Ethical awareness, Subjective norms. Among these factors, Price perception had the strongest influence on the intent to use Netflix movies, while the Subjective norms factor was found to be insignificant. Consequently, the article suggests managerial implications for businesses to attract customers and promote the Netflix movies market.
Intent to Use, Online Movie Streaming, Netflix Movies, Payment for Netflix Movies.